79% of consumers favour bricks and mortar for costume jewellery purchases


The majority of costume jewellery shoppers buy in bricks and mortar stores over online, reports a new survey by The Market Creative.

As part of its #weasked100shoppers tool, brand and retail marketing experts The Market Creative asked 100 female shoppers about their last costume jewellery purchase to help retailers and brands better understand how they can inspire shoppers to buy.

79% of those surveyed said they purchase their jewellery in store, with almost a third (28%) favouring independent retail shops.

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The survey also found that the largest proportion (44%) of shoppers spend between £26 and £100 on costume jewellery with one in ten splashing out over £200. 20% buy more than one piece in a single trip.

While favouring bricks and mortar for purchasing, costume jewellry shoppers sought online reassurance with one in five visiting social channels or reviews before buying. Of those who bought online, 65% used a desktop computer rather than a mobile device.

85% of those asked said they bought costume jewellery for themselves – 44% said they felt like treating themselves and a third were buying for a special occasion.

Emotion ranked top on their biggest influence to buy with 91% citing their ‘love for a piece’ as the single most important driver. In terms of more tangible influences to buy, the top three were rated as price, assistance in store and the person they were shopping with.

Sue Benson, managing director at The Market Creative say: “Bricks and mortar are clearly king when it comes to shoppers buying costume jewellery, so it’s vital that jewellers make the most of their in-store marketing. As well as heroing their offer in window displays, staff must be well-trained and informative to help guide purchases.”

Benson’s top five marketing tips to influence jewellery shoppers to act are:

  • Think about window displays and don’t miss-out on an opportunity – do your stores shout costume or fine jewellery?
  • Consider key trading events to drive awareness
  • Ensure your shopper experience is consistent yet channel relevant online and in store
  • Bring social shares and reviews in-store to persuade and influence shoppers
  • Sometimes shoppers just need a little nudge – think colleague training or real time offers to act as the excuse women need


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